PROJECT REPORT ON ADVERTISEMENT EFFECTIVENESS OF VERKA.docx

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PROJECT WORKREPORT
SUBMITTED TO
BABA FARID COLLEGE
SUBMITTED IN FULFILLMENT OF THE REQUIREMENT OF
BACHELOR OF COMMERCE (B.Com)
B.Com 3RD
YEAR (SESSION 2020-2021)
A STUDY OF ADVERTISEMENT EFFECTIVENESS
OF VERKA
SUBMITTED BY:-
)

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ACKNOWLEDGEMENT
I owe great thanks to a great many people who helped and supported us during the
preparation of this project with deep sense of gratitude. I would also like to thanks
Ms. KAUR for giving this golden opportunity and who gave their best support and
co-ordination to complete this project report. Their involvement and support
always provided us a confidence to do our work, without their guidance this
project report would not have seen the light of the day.
This helped us to understand intricate issues involved in making the project
besides effectively presenting it. We are making this project not only for marks but
also to enhance our knowledge. We all also thanks the “PRINCIPAL OF BABA
FARID COLLEGE” for extending his support and we would like to thanks the
people who gave their precious time to help us to complete this project .
I would like to thank our parents and friends who helped us a lot in finishing
within the limited time.

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TABLE OF CONTENT
S.NO PARTICULARS PAGE NO.
1. INTRODUCTION 5-6
2. VISION,MISSION AND OBJECTIVES 7
3. FACTS AND ADVERTISEMENTOF VERKA 8-11
4.. RESEARCHMETHODOLOGY 12-13
5. SCOPE AND LIMITATIONS 14
6. DATA ANALYSIS AND INTERPRETATION 15-24
7. FINDINGS 25
8. SUGGESTIONS 26
9. CONCLUSION 27
10. REFERENCES 28
11. APPENDICS 29-30

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TOPIC OF STUDY
ADVERTISEMENT EFFECTIVENESS OF VERKA

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INTRODUCTION
INDUSTRYPROFILE:-
MILKFED (PUNJAB)
The Punjab State Cooperative Milk Producers‟ Federation Limited popularly
known as MILKFED Punjab came into existence in 1973.
MILKFED came with twin objective of providing remunerative milk market to
the Milk Producers in the State by value addition and marketing of produce on
one hand and to provide technical inputs to the milk producers for enhancement
of milk production on the other hand.
Although the federation was registered much earlier, but it came to real self in
the year 1983 when all the milk plants of the Punjab Dairy Development
Corporation Limited were handed over to Cooperative sector and the entire
State was covered under Operation Flood to give the farmers a better deal and
our valued customers better products.
The setup of the organization is a three tier system, Milk Producers
Cooperative Societies at the village level, Milk Unions at District level and
Federation as an Apex Body at State level. MILKFED Punjab has continuously
Advanced towards its coveted objectives well defined in its byelaws.

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VERKA:-
Verka is a flagship brand of MILKFED and came into being in 1973 when
MILKFED was mandated for milk procurement, quality processing of milk
& its products and marketing of these products. “Verka” was christened after
the name of the place where the first plant was setup in Amritsar.
It has consolidated its brand strength by not only retaining the high quality
of existing products but also by innovating and bringing new products to the
tables of its diverse customers.
Verka has a wide range of products including different variants of
Pasteurized Packed milk, Ghee, Table Butter, Skimmed Milk Powder,
Whole Milk Powder, Cheese, Sweetened Flavoured Milk, Ice Cream,
Indigenous sweets, fresh Products like Lassi, Paneer, Dahi, Kheer and Tetra
Pack Products such as fruit beverages & milk.
The products are available in Punjab, Haryana, Himachal Pradesh, Jammu &
Kashmir and Northeast India. Verka also exports ghee to countries like the
Middle East, Australia, Japan, New Zealand and Malaysia.
Verka stands apart, with its promise of purity! In the milk testing done by
NABL (National Accreditation Board for Testing and Calibration
Laboratories) accredited laboratory, Verka Gold has topped the full cream
milk category with a score of 88 out of 100. The brand registered the highest
milk fat at 6.69%, a lower saturated fat of 3.52%, and lower cholesterol
content of 8.67mg/100g. Verka milk is also loaded with Calcium and
Vitamin A.

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VISION, MISSION AND OBJECTIVES OF VERKA
VISION:-
To become the most admired brand in the dairy sector and vibrant cooperative
institution in the country, facilitating inclusive growth.
MISSION:-
Ensuring prosperity to the milk producers’ byensuring milk procurement at
remunerative prices around the year coupled with providing quality extension
services for enhancing milk productionas well as reducing costs. Ensuring quality
processing of milk and production of milk products in a clean, hygienic manner
and making them available to the consumers at reasonable prices through
excellence in marketing.
OBJECTIVES:-
To ensure quality milk procurement at remunerative price coupled with
improved animal productivity for reducing costof milk production for
sustainable growth of the milk producers.
To provide quality extension services at the doorsteps of milk producers.
To ensure Quality Assurance in procurement, processing& marketing and
enhancing efficiency in the entire value chain.
To ensure acquisition, development and retention of competent manpower.
To improve fiscal management by optimizing the returns on capital.

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ADVERTISEMENT & SALES PROMOTION
The advertisement and sales promotion of every productis necessary. Without this,
Nobodycomes to know about the product. Every organization whether it is small,
Medium or big has to do some type of advertisement.
ADVERTISEMENTOF VERKA
Being Government sector organization advertising is usually given limited budget.
thus, leading to low promotional activities. Some grant is given by National Diary
Development Board (NDDB).
Verka dealers are provided with:-
Banners
Sign board and retail shops are painted as verka to advertise the Verka plant.

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Verka milk plant has also adopted somepolicies for the sale of its products.
It has its own Vans, Trucks, and Jeeps etc. for selling its products.
There are also some benefits which are being Provided to the dealers.
There is a facility of free training of testing milk to the Societies so as to
make more customers.
With the adoption of such policies sales have increased.
VERKA HAS ADOPTED SOME OTHER MEASURES FOR
ADVERTISEMENT:-
CONTESTON SOCIAL MEDIA:-
Verka has announced contest on social media so that more and more
customers are attracted towards products ofVerka. Vouchers are also given
to customers and among them winners are announced and rewards are given
to winners.

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GIFT PACKS ON FESTIVE SEASON:-
Many new gift packs are introduced by Verka on different festive seasons,
with attractive packagings. The gift packs suits all palates with a range of
traditional sweets and drinks.

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RESEARCH METHODOLOGY
Research Methodology is a way to systematically solve the research problem. It
may be understood as a science of studying how research is done scientifically. In
Research Methodology we not only talk of the research methods but also consider
the logic behind the methods. The purpose of the Methodology section is to
describe the research procedure. It includes the overall research design, the data
collection methods and field methods and analyses procedure.
DATA COLLECTION METHODS USED:-
Primary and secondary data collected to carry out the research work.
Primary Data:-
Information was collected directly from the students for the project work. The data
collected during the study included the data collected through questionnaire.
Secondary Data:-
Such information was also collected from various articles published over internet,
newspaper.
MEASUREMENTTECHNIQUE
Questionnaire:-
Questionnaire is a formalized instrument for collecting information directly from
the respondents. During this research questionnaire was used as tool for getting
information from the customer.

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RESEARCHAREA:-
The sample area of the survey is college campus.
SAMPLING METHOD:-
The sample is selected based on non probability sampling method. The
respondents are randomly selected under this method convenience sampling
technique adopted.
SAMPLE SIZE:-
Sample size is 90 respondents.
STEPS IN THE RESEARCHPROCESS:-
1. Decided our research goals.
2. Collection of data
• Primary Data
 Preparing questionnaire
 Sending questionnaire
 Gathering responses
• Secondary Data
3. Analyses of data
4. Interpretation of Result

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SCOPE AND LIMITATIONS
SCOPE OF THE STUDY:-
The present study is concerned with trends and changes in demand of the Verka
products, with particular emphasis on employee and consumer, in Punjab. The
study deals with trends, changes and differentials in consumer perception towards
the products of Verka and this shows effectiveness of advertisement of Verka
Products.
LIMITATIONS OF THE STUDY:-
The study is limited in scope due to restraint of time and resources.
The study is based on primary data and the limitations of using primary
data may affect the results due to sample size taken.
Certain suggestions of the study have been made on the basis of the
researcher's observations and the discussions with the staff members of
the selected federations.
However, no systematic attempt was made to study this aspect in detail.
Restriction of sample size not to whole Punjab, so subsequent analysis could
not be generated.
The attitude of respondents also posed as another limitation. The attitude of
the respondents was not very helpful and I had faced many difficulties in the
filling of questions in the questionnaire that took longer than the usual.

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DATA ANALYSIS AND INTERPRETATION
Q1. What type of product do you buy from Verka?
CHOICE RESPONDENT PERCENTAGE
VERKA MILK 32 35.5%
VERKA LASI 29 32.2%
VERKA CURD 15 16.6%
VERKA PANEER 14 15.5%
INTERPRETATIONS:-
From this graph we come to know that 35.5% people prefer Verka milk,
32.2%Verka lasi, 16.6%Verka Curd and 15.5% Verka Paneer.
0
5
10
15
20
25
30
35
40
VERKA
MILK
VERKA LASI VERKA
CURD
VERKA
PANEER
35.5
32.2
16.6 15.5
PERCENTAGEOF RESPONDENTS
PERCENTAGE OF RESPONDENTS

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Q2. What is the reason for choosing Verka?
REASON OF CHOOSING NO. OF RESPONDENTS PERCENTAGE OF
RESPONDENTS
TASTE FACTOR 38 42.2%
TRUST FACTOR 31 34.4%
PRICE FACTOR 7 7.77%
NO REASON 14 15.5%
INTERPRETATIONS:-
From this graph, we come to know that 42.2%people prefer Verka products due to
taste factor, 34.4% due to trust factor, 7.77% due to price factor and 15.5% without
any reason.
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
TASTE
FACTOR
TRUST
FACTOR
PRICE
FACTOR
NO
REASON
42.20%
34.40%
7.77%
15.50%

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Q3. Do you Know Verka make Panjeri for supplying in Anganwadi's?
KNOWLEDGE OF SUPPLY NO. OF RESPONDENTS PERCENTAGE OF
RESPONDENTS
YES 50 55.55%
NO 15 16.66%
MAY BE 25 27.77%
INTERPRETATION:-
From this graph we come to know that 55.5% people know that Verka supplies
Panjiri in Anganwadi’s, 27.77% people are not sure and 16.66% people don’t
know about this.
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
YES NO MAY BE
55.55%
16.66%
27.77%
PERCENTAGEOF RESPONDENT
PERCENTAGE OF RESPONDENT

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Q4. Have you ever seen Hoardings of Verka Products?
ANALYSES NO. OF RESPONDENTS PERCENTAGE OF
RESPONDENTS
EVERYWHERE 26 28.8%
SOMEWHERE 56 62.2%
NOT AT ALL 8 8.88%
INTERPRETATIONS:-
From this graph, we come to know that 28.8%people have hoardings everywhere,
62.2% somewhere and 8.88% have not seen hoardings.
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
EVERYWHERE SOMEWHERE NOT AT ALL

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Q5. Have you seen any advertisement for Verka Products?
RESPONSE NO. OF RESPONDENT PERCENTAGE OF
RESPONDENT
ALWAYS 39 43.33%
SOMETIMES 44 48.8%
NEVER 7 7.77%
INTERPRETATIONS:-
From this graph, we come to know that 43.3% people have always seen
advertisement of Verka, 48.8% have sometimes seen, 7.77% never seen
advertisement.
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
50.00%
ALWAYS SOMETIMES NEVER

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Q6. Do you like the content of the Advertisement of Verka products?
RESPONSES NO. OF RESPONDENTS PERCENTAGE OF
RESPONDENTS
YES,IT IS EXCELLENT 43 47.7%
YES,IT IS GOOD 41 45.5%
NO,IT IS NOT GOOD 6 6.66%
INTERPRETATIONS:-
From this graph, we come to know that 47.7% people said content is
excellent,45.5% said content is good and 6.66%said it is not good.
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
50.00%
YES,IT IS
EXCELLENT
YES,IT IS
GOOD
NO,IT IS NOT
GOOD
47.70%
45.50%
6.66%

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Q7. Are the Products ofVerka available in your Vicinity?
RESPONSE NO. OF RESPONDENT PERCENTAGE OF
RESPONDENT
YES,IT IS EASILY
AVAILABLE
70 77.7%
LITTLE FAR 15 16.6%
NO,NOT AVAILABLE 5 5.55%
INTERPRETATIONS:-
From this graph, we come to know that Verka products are easily available for
77.7% people,16.6% has to ho little far and 5.55%is not having availability.
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
YES,IT IS
EASILY
AVAILABLE
LITTLE FAR NO,NOT
AVAILABLE
77.70%
16.60%
5.55%

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Q8. Which Productof Verka tastes best among the following?
RESPONDENTS
VERKA MILK 38 42.2%
VERKA ICECREAM 26 28.8%
VERKA CHEESE 12 13.3%
VERKA GHEE 14 15.5%
INTERPRETATIONS:-
From this graph, we come to know that 42.2%people likes Verka
milk,28.8%people like Verka Icecream, 13.3% people likes Verka cheese and
15.5% people llikes Verka ghee.
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
VERKA
MILK
VERKA
ICECREAM
VERKA
CHEESE
VERKA
GHEE
42.20%
28.80%
13.30%
15.50%

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Q9. Where have you seen advertisements for products ofVerka?
RESPONSE NO. OF RESPONDENTS PERCENTAGE OF
RESPONDENTS
TELEVISION 62 68.8%
INSTAGRAM 3 3.33%
YOU TUBE 7 7.77%
NONE OF THE ABOVE 18 20%
INTERPRETATIONS:-
From this graph, we come to know that 68.8% people have seen advertisement of
Verka on television, 3.33% on instagram, 7.77% on you tube and 20% people
haven’t seen advertisement of Verka.
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
68.80%
3.33%
7.77%
20.00%
PERCENTAGEOF RESPONDENT
PERCENTAGE OF RESPONDENT

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Q10. Are you satisfied with the products ofVerka?
RESPONDENTS
VERY MUCH SATISFIED 39 43.3%
SATISFIED 47 52.2%
NOT SATISFIED 4 4.44%
INTERPRETATIONS:-
From this graph, we come to know that 43.3% People are very much satisfied from
products ofVerka , 52.2% people are satisfied and 4.44% are not satisfied.
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
VERY MUCH
SATISFIED
SATISFIED NOT
SATISFIED
43.30%
52.20%
4.44%

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FINDINGS
43.3% people are very much satisfied from products ofVerka and 52.2% are
satisfied.
68.8% People has seen advertisement of Verka on Television.
47.7% People liked the content of advertisement of Verka.
s
28.8% People has everywhere seen hoardings and 62.2% People has seen
hoardings of Verka somewhere.
42.2% People chooseVerka products due to Taste factor.
77.7% People said Products ofVerka are easily available in their Vicinity.

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SUGGESTIONS
Based on Survey and Findings, here are some of our Suggestions:-
Verka should focus more on advertisement of their productand should
increase budget for sales promotion policy.
Content of Advertisement of Verka products should be changed time to time
so that, new customer’s get attracted.
Verka should use ‘Tagline’ so that, products gets easy recognition.
More and more Hoardings as well as Posters should be hanged on roads and
highways.
Social Media platform should be used to advertise products. As today, Youth
remains engaged on social media.

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CONCLUSION
Most advertisements will provide consumers with a general idea of a product’s
features. For an advertisement to be effective, it must show enough to raise
curiosity. Consumers examine the features of your product. A logical listing of
features gives consumers an idea of functionality and works on an intellectual level
with the advertisement viewer.
Verka should focus more on sales promotion policy. From survey it is clear that
promotion need to be done. Although, products of Verka very much liked by
consumers and there are easily available. Verka also promotes social services as
they provide panjiri’s for children in Anganwadi’s which is also way of promoting
their brand.
Advertisement should be done more on social media as today, most of people use
social media such as facebook, instagram etc. Advertisement should be on
repetition so that products remains in the mind of people. As, good advertisement
increases sales and brand awareness. Consumers don’t want advertisements, yet, an
ad is a great way for consumers to find out about the products or services they do
need. Understanding the way advertising affects consumer behavior will help you
to create stronger, more memorable ads.
Ultimately, advertisement has long lasting impact on consumers mind so, Verka
need to be crictically focus on sales promotion policy.

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REFERENCES
www.verka.coop
https://idoc.pub/documents/verka-project-for-mba-8x4eg8e3y8l3
http://cbsmohali.org/img/A%20Case%20Study%20On%20Verka%20
Products%20Demand%20Analysis.pdf
https://www.scribd.com/doc/49187610/SWOT-ANALYSIS-ON-
VERKA
https://punjabcooperation.gov.in/html/milkfed.html
https://bizfluent.com/list-7475164-effects-advertising-consumer.html

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APPENDICS
1. What type of productdo you buy from Verka?
A. Verka Milk B. Verka Lasi
C. Verka Curd D.Verka Paneer
2. What is the reason for choosing Verka?
A.Taste Factor B.Trust Factor
C. Price Factor D. No Reason
3. Do you Know Verka makes Panjeri for supplying in Anganwadi's?
A. Yes B. Maybe
C. No
4. Have you ever seen Hoardings of Verka Products?
A. somewhere B. everywhere
C. Not at all
5. Have you seen any advertisement for Verka Products?
A. Always B. Sometimes
C. Never
6. Do you like the content of the Advertisement of Verka products?
A. yes , it is excellent B. yes, it is good
C. no, it is not good

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7. Are the Products ofVerka available in your Vicinity?
A. Yes, easily available B.Little Far
C. No, not available
8. Which Productof Verka tastes bestamong the following?
A. Verka Milk B. Verka Icecream
C. Verka Ghee D. Verka Cheese
9. Where have you seen advertisements for products ofVerka?
A. Television B. You tube
C. Instagram D. None of the above
10. Are you satisfied with the products ofVerka?
A.Very much satisfied B.Satisfied
C.Not Satisfied

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